A Brave New World: Let’s Do This

Many, many moons ago, I wrote a post on Writer Unboxed, contemplating the pros and cons of going indie with my next book. I wasn’t just contemplating it online, I was contemplating it with my agent, with my husband, with myself. As someone who had come up in the “traditional” system – I started at HarperCollins, published my next two books at Random House (and would have happily stayed there forever had my imprint not folded and the entire team dismantled), and completed my run at Penguin – it was a difficult notion to swallow: could I do this on my own? Should I do this on my own? After a terribly discouraging experience with my fourth book, based not on the book (which I loved) or the reviews (which were the strongest of my career) but things totally outside of my control, I knew I had to change something. But how big of a change and what that change had to be was exhausting to consider…but too important not to. So I wrestled with it for a long, long time. And I nearly quit writing novels along the way.

Well…drumrolll…I made my decision shortly after posting here on Writer Unboxed. I went indie. And the book, THE THEORY OF OPPOSITES, is out tomorrow! And I am so very, very, very thrilled at my decision. Making the choice to take this leap was the hardest part, everything else has been exhilarating. Revolutionary. Eye-opening. I can’t imagine I will ever go back.

One of my biggest concerns was: “Will people take me seriously?” I had worked for years building my reputation and establishing my readership; I didn’t want to erase this, well, “street cred,” by taking what some (many within the industry) consider to be a more amateurish route. Well, the answers came in quickly and resoundingly. Not only did people not hold it against me, many of them were and are intrigued by the decision. We sold audio rights, we sold large print rights, we just announced a mind-blowing film deal – Jennifer Garner is producing! Foreign rights are being negotiated as we speak. So far, I have seen no downside. In fact, rather than feeling like I am banging my head against the wall, frantic and worried that x, y, and z, aren’t happening in my pre-launch phase, I am not stressed at all. (Okay, maybe a little. To be stressed is human. :) But it’s not as if I’m staring at the ceiling in the wee hours of the night, agonizing over all of the things that are out of my control. The emails I’ve sent trying to get someone somewhere to fix something, to tweak something, to ask about co-op and sales and marketing and all of that.) Nope. With one day until the book is officially out into the world, I’m (almost) cool as a cucumber.

I’ve gotten a lot of emails from fellow writers who are intrigued and re-assessing their own stakes and situations and pros and cons. So here is what I’ve learned, and here’s what I’d tell anyone else who was or is considering leaving the traditional model behind.

1. Going Indie Is Not The Same Thing as Uploading an E-book.When I posted my thoughts in April on taking the leap into self-publishing, I also posted that I thought I’d have to invest a good chunk of change into pulling off what wanted to pull off. And I did. I know the rigorous paces that a book goes through within a publishing house, and I put this book through all of the same paces. I hired an editor who ran a top publishing imprint, and who did not hold back on her editorial advice; I hired the jacket and layout designer who had created my books at Random House; I hired a copy editor; I invested in an amazing publicist; I am printing the books via one of the same printers that the “traditionals” use. This is not an overnight thing where I uploaded an e-book to Amazon and said, “Oh look, I’ve published! Woohoo!” I revised the manuscript probably five times; we did at least four rounds of copy edits. We tweaked the cover down to the point where it grew annoying. If you want to be taken seriously as an indie author, take your book seriously too. This is non-negotiable, in my opinion. As to how much you spend? Well, I’m sure that you can invest as much or as little as you think is reasonable. Some will argue that you can self-publish for a couple hundred dollars. Yes, I am sure that you can. (And I do not mean that sarcastically.) If you want to really compete with the big boys, however, I’m not sure that you can. (Or, at the very least, I knew that I couldn’t.)

2. It Takes a Certain Kind of Personality.I have always been a leap-before-I-look type of person. This served me poorly when it came to dating very cute but emotionally-unavailable men in my early 20s. :) It has served me much better professionally, especially with this venture. However, indie publishing is not for everyone. You must be a self-starter. You must be okay doing all of the nitty-gritty work, from figuring out the complicated printing options and financial returns, to having that “screw it” attitude that comes with knowing that some people might be, well, judging you. Failure is certainly an option, and you’re gonna have to be okay with that. (Though here’s the thing about the other publishing route: failure is also an option there too. You’re just armed with an advance check as you fail, which, to be clear, can be a very nice thing.) If you would prefer to get the sure-thing advance check from your publisher because that aspect is within your control (while the rest of the publishing process will no longer be), by all means, do it. And I say that with no snark, only sincerity. There is no right choice here. I have found this process tremendously liberating and powerful because I have a bit of an entrepreneurial spirit and a “screw-you” attitude; not everyone shares this. (Wisely so.) Know yourself and what you can handle.

3. Speaking of Power…This isn’t really a tip as much as it is an observation, and this observation is specifically for my fellow writers who find themselves at a crossroads in their publishing lives. As an author, I increasingly felt my power get diminished…like it was slowly being chipped away as the publishing industry grew less and less certain of itself and treated writers more and more like a basic commodity. (Which I understand, of course, that we are to a certain extent. Writers are there to make money for their publishers – this is a business after all, and I believe in it and don’t mean to sound hippie-dippy. I totally endorse capitalism, fyi. :)) But what I have gotten back in this self-publishing process is exactly what I felt like I’d been stripped of, and which I know – because it’s the primary thing that authors talk about when authors get together and talk, others feel as well – but I have gotten my power back. Full stop. Every single thing about this book has been mine. I am determining price point – my e-book will be $2.99 (a big factor with e-book buyers these days); I am in control of advertising; I didn’t have to compromise on a cover that didn’t seem to embody the spirit of the book; I didn’t have to wait a year to publish because that’s when there was an open spot in the catalog; I wasn’t at the mercy of a sales team whose enthusiasm could make or break a book; the list could go on forever. I’ve also realized that these days, the only time I’ve felt super-burdened with anxiety is when I was waiting back on an answer from something outside of my control – the film deal, a major review, that sort of thing. When I was with the bigger houses, I felt super-anxious much more often because, like it or not, I was waiting around for answers from so many sources. This isn’t a complaint against the bigger houses – please understand that. That’s how the chain of command goes – an author files a manuscript and then that manuscript is passed down the line while the author watches it go. That’s just how the machine and system work there. But I had increasingly felt like my own voice was getting diminished in this process as my manuscript moved further and further away from me. Now, I’m being heard, and I’m not afraid to throw that voice around.

4. Know Your Reach.I think it is very important to emphasize here that I suspect that I have had an easier go of self-publishing because I came out of the traditional model. I was a known quantity to subsidiary buyers – audio and large print and foreign publishers have bought my books before and knew what they were getting from me; also, I’m a known quantity to readers. I want to be very sure to say that I think authors who have already come up in the system will likelier have an easier time transitioning to the indie track than first-time authors. There is also a lot to be said about what you learn as you move through the system: to know the rigors of first pass pages, of copy-edits, of revisions. Not to say that those who weren’t traditionally published don’t know these things (of course), but as with all jobs, with experience comes knowledge. I think that knowledge is a big benefit here

5. Ask for Help.Let me tell you something: the vast majority of people in this industry want to see cream rise to the top. (Not to equate myself with cream. You guys know what I mean though.) I can’t tell you how much support I’ve gotten from other writers, as well as some folks within the industry who had nothing to gain by offering advice and counsel. This network is critical. I found a few other like-minded authors and together, we have swapped notes for the better part of the year. When one of us runs into a crisis, we know we can ask the other to help us resolve it. I am not someone who always asks for help because I usually believe that I can do anything myself, but if you are biting off this big of an undertaking, you absolutely must find support. I picked the brain of an e-books expert within the industry; I called in a favor for advice from a connection at major book retailer; I emailed a librarian friend endlessly. There are so many resources out there now – Jane Friedman’s blog is a great place to start – that there’s no excuse not to be well-informed as you venture out into this brave new world. And if you peek your head out and see the light and think it might be for you, go for it. The truth about indie publishing is there isn’t a net if you fall on your face. The truth about traditional publishing is that there is often no longer a net if you fall on your face either.

6. This Is What I Know (In Sum):There are downsides to both models, and there are upsides to both too. For me, for now, and for likely the foreseeable future, doing it my way, myself, is the only way to go. Over the past few years, I have watched too many brilliant writers get pushed aside or mishandled or told to write more commercially or steered to a more sellable idea that they didn’t believe in or simply had their books go quietly into the night. I don’t want to go quietly into the night. The only way that I could ensure that I wouldn’t was by not allowing myself to sail down the same path I’d already sailed down. Then I’d only have myself to blame when I was disappointed and frustrated and angry all over again. There are options out there now for authors, and for better or worse, I’m seizing the wheel and steering myself to what I believe is my future. Here I go.

Allison Winn Scotch is the author of four novels: The One That I Want, Time of My Life, and The Department of Lost and Found, and The Song Remains the Same. She lives in Los Angeles with her family, where she is at work on her new projects.

Comments

I agree with Jill: Welcome to the indie pool and congrats! Although I didn’t have a slew of traditionally published books under my belt, I too took the plunge in May 2012 and indie-published my debut thriller. It’s lots of work, as you already know and as you shall see, but it has been so gratifying to see the success of my novel BABY GRAND. I wish you all the very best!

I had to go back and reread – your book is coming out tomorrow! Congratulations!

It sounds like a winner already – movie options are the brass ring in the mind of many writers. That’s so exciting.

You write well about resuming power and control. It is people like you who understand the system and work very hard for quality that are such a loss to traditional publishing, and such a gain to the indie side. How can they be so clueless as to let you go?

I hope this move turns out to be everything you could have hoped for – it should be – and that you come back after it has been on sale for, say, the same amount of time it would have been available in a bookstore, and then maybe a year after that, to tell us how it all worked out.

Thanks for sharing. Looking forward to The Theory of Opposites.
Alicia

I took a baby step into the indie publishing world by publishing an ebook – a collection of mostly previously published flash fiction. I had confidence in the stories since I felt they’d already been vetted, so to speak. I hired someone to do the formatting, and I spent some money on the cover. I’m proud of the result, and I’m so glad I did it. :)

What a well-balanced and informed perspective – thanks for sharing this. One point you raised is key: “there’s no excuse not to be well-informed as you venture out into this brave new world.” I see many writers toiling away at their books while keeping their heads in the sand as far as what’s happening in this rapidly changing industry. It’s crucial to be informed, and to stay informed as things change.

As a reader, I wouldn’t think twice about buying an indie book from a writer I love. The brand is established, and the delivery of the goods doesn’t matter (although, I’m very pleased to discover that E-books are usually far more affordable).

As a writer, I’ve been following your indie experiment closely. Having loyal fans and industry knowledge makes your journey far different than that of debut author, but the ideal model is the same. Thanks for so generously sharing your lessons learned.

This post drove me to Amazon, where I found the book at a very attractive price point. IMHO, that is one of the great benefits of going indie. I don’t think twice about buying a book for $2.99. No need to wait for a library copy.

Best of luck to you with THE THEORY OF OPPOSITES, have a wonderful Pub Day, and congrats of the movie deal!

An excellent essay. The advice and observations are spot on (spit-spot). This is something that e-book publishers of every stripe should read and then share to as many people as they can. What I especially like here is that your language here, Allison, is not angry or demonstrative or rebellious. You have made a calm, thoughtful, informed decision and it’s going to be interesting to see how things go. Gonna bet there’s a lot of folks in the publishing world who are interested to see how you do as well.

This is a balanced, thoughtful, and courageous essay on the many considerations that authors must weigh in transitioning from traditional to independent publishing. Congratulations to you , Allison, on this brave leap and best wishes for success on your new book.

As an aspiring author, I think indie may be the way I choose to go, but I debate with myself all the time. This was a great article to help put the pros and cons in perspective, especially for an unknown like me.

I would love to hear more about your process, from finishing the first draft, through publication and selling movie rights, etc. Do you still have an agent? If it’s not too bold to ask, how much did you spend to publish yourself, and what was the cost breakdown?

Congrats! Nice, thorough, thoughtful article, Allison. So much helpful stuff in here. I still vacillate myself. Though I work in traditional publishing I haven’t been published through traditional means, so I’m reluctant to go indie right out of the gate for the reasons you outlined above. But I’m so happy it is working for many. Best wishes!

I think your #4 is spot on, in that it seems that having at least a taste of traditional publishing can be helpful. I’m still planning to go the traditional publishing route, at least at first, because I feel I need to explore that. When I first started to think about being a writer, that was what I imagined and that has been my dream. So, that’s where I’m heading.

I don’t know I’ll stay there forever, though. As you say, each method has its benefits and drawbacks.

I really like the idea of being a hybrid writer, one who publishes some work independently and some traditionally. I’ve seen other writers/authors do the same and it seems like a system that appeals to me.

But since I’m still just trying to get this first novel finished, I suppose I’m getting a wee ahead of myself. :)

I’m sort of straddling both worlds with two books being published, but with one, I retained the rights to the physical book and I’m indie pubbing it. You’re so right about the complexity of decisions involved in doing it yourself and about the advantages and drawbacks of going traditional. I have a feeling we’re all making history here, reinventing publishing to make it work better for authors. Good luck with your new book, you’re certainly off to a wonderful start!

Congratulations and great post. A question: when you say that you have had your books printed yourself, are you working with a distributor or are you fulfilling those orders yourself or listing them yourself on booksellers’ sites?

Allison, Thanks so much for this illuminating look at going indie. I feel like I’m moving in exactly the opposite direction for one of the reasons you mentioned. I’ve had two books published with a small press and now my agent is preparing to take the current book out on submission. After my experience at the small press, I decided that, even though I know the drawbacks that come with big publishing, until I get the name recognition they can provide, I just don’t have the clout to go indie.

Maybe, I’m in the process of creating my own power and someday I hope I’ll have created enough of it to make use of all the options that are opening wide to authors. Until I get there, it’s wonderfully inspiring to read posts like yours.

Wow, Allison! Thank you for such a positive post! I’m so excited for you. I remember well when you wrote that column in April. It was great to reconnect with you after our days in ASJA and FLX. That was the month I started investigating self-publishing, after reading Scott Turow’s op-ed piece in the NYT, “The Slow Death of the American Author.” (I don’t think he meant it this way, but the piece actually spoke volumes about the positive aspects of self-publishing, as did the many high-profile indie authors who responded to it. After reading that, I dug into the topic as if I were back in the newsroom, writing a week-long series.)

I never dreamed I would self publish. I had a lot of false stereotypes, and continue to be saddened by some writing colleagues who look down on self-publishing. I firmly believe that most “regular” readers do not care who publishes a book, as long as the experience–from writing style, content, design and production–is high-quality, something that self-publishing people are doing every day. I also am not anti-traditional publishing–after all, my first love is as a reader. I support everyone who is publishing great books.

I remember commenting on your post in April that I had come to the realization that, for fiction, I’ll be an unknown author whether I go the traditional or indie route, and I know it’s difficult for most unknowns to “break in.” That said, I have decided to self-publish my YA novel and am hiring professionals to help me do it right. (Though I continue to revise it…gah! A topic for another day…) That’s part of the reason I’m joining the #GetRead online conference this week. SO excited to see you on the faculty.

Self-publishing IS a decision now for professional writers, not a “last resort,” as some might believe. I’m looking forward to reading your novel, and wish you continued success. So exciting to hear about the subrights sales!

Allison, You already know that one of the reasons I’ve decided to indie publish rather than use the model I used before — ebooking with my agent — is YOU! You’ve made me see that I can do this, will do this, and even just a little time in to getting started, while I’m finding there’s a huge learning curve, like you, I’m enjoying the control. I’ve talked to too many traditionally published authors, some of whom have loved it, some not, who sound like they are writing to please someone other than themselves and their audience. Indeed, they have, of course. I wrote a solid book (judging from my beta readers and the professional developmental editor I hired) and I want it out there. You have inspired me!

Good luck tomorrow and in the next few exciting weeks and months,
Judy

Love this piece, Allison! As always, it’s fair, balanced, and totally honest! I’ve just bought THEORY and can’t wait for it to arrive.

One thing I’ve noticed since going the indie route myself, is that any bias that still exists against indie is held by folks in the publishing industry, not the readers themselves. I was talking to a book club this summer and found myself almost trying to justify my choice to go indie, when one of the women said, “Oh yes, of course! It’s so trendy now.” And that was that. I’ve stopped trying to justify or explain.

I will say I *am* curious about what it would’ve been like to go through the traditional model…but like you I hired a whole team–kick-ass cover designer, developmental editor, copy editors, and PR–so hopefully was able to replicate the positives of the traditional model without the loss of author power.

BTW–loved that line “I have gotten my power back.” That’s awesome!! It sounds like this experience has been exactly what the publishing process under any model (indie or traditional) should be.

Thanks so much for sharing these helpful insights. I’m trying not to worry about these issues, because I know it’s irrelevant until I have a completed manuscript — but I fret a bit just the same. :-} I’m bookmarking your post for future reference, when I’m ready to make the big decisions.

I had a feeling this was where you were headed in that last post, and that you’d do well if you chose this direction. Delighted it’s met or exceeded your expectations! And thank you for the balanced assessment.

This is such a great article and I am soooo happy for you! I have been following you for years, and was so heartbroken when you hinted at the fact you were considering not writing novels anymore. So excited for all your good news and anxiously awaiting the arrival of my copy of The Theory of Opposites!

Eek, I’m falling behind in replying to everyone! Sorry! With the book out tomorrow, I’m juggling a few hats today.

Quick answer: yes, my agent is still very much involved. She has championed me every step of the way and was instrumental in all of the subsidiary deals and the foreign deals that are happening right now. I had enough to deal with, in terms of launching the book out into the world; she handled all of the things for which the learning curve was just too steep for me.

I am thinking about re-opening my blog to answer all of these questions and others. Without trying to say, “follow me, follow me!,” if you do want to hop over to twitter and follow me at @aswinn, I’ll be sure to tweet when I get the blog up and running for questions.

Wow! Your post is so timely. Thank you so much for sharing how and why you decided to go Indie.

I’ve been stewing and stewing about self-publishing. Unlike you, I have not published traditionally. Also, unlike you I’m quite a bit older, so time is precious and the whole trad way of doing things takes seemingly forever. I’ve had some interest in my work so that’s been encouraging but it came to naught.

So, with one door closing after another, and not wanting to compromise what I believe my book can be, I will leap into the brink and self-publish. I have to admit it’s scary. I’ve invested so much time and love into my story. I’ve reviewed, edited, revised up the yin yang and am now in the process of doing it one more time. I’ve also hired a macro editor, and next will be finding a good copy editor and book cover designer. But given everything I’ve read, it seems to be the best way to go for now and for me.

Best of luck on your book launch. I’m next going to click on Amazon and check out your book. Sounds like one I’d like to read.

Congratulations, Allison!!! This is huge and exciting and I can’t wait to read your new book. And thank you for always being so generous with info on the publishing world. And, YES, re-open the blog! You know, on top of all the other million things you have going on. :) Have a fantastic launch day! Cheers!

Allison, I’ve been peeking from the sidelines as you began this indie journey, and I’m so happy for you. I recall the frustrations you had prior to making this choice. I for one am happy you found the path that is right for you, I’d hate to read no more books from you.
I will be blogging and chatting you and The Theory of Opposites as much as I can in the days and weeks to come. Wishing you the very best and pub day is upon you!!

Allison, your post was a real tonic! I, too, have taken the plunge after many years of traditional publishing. I still am being published, but I am publishing one novel here myself (in Australia). It’s a big step and takes a real investment of time and money. You make really good points about what’s required.
I think being traditionally published helps us to know what the steps are, and the pitfalls. I am finding that because it’s my own book and my own neck on the chopping block, I am having to come up with creative ways to market (and I hate people pushing their books onto me, so am being careful to avoid this).
I’m also happy to help unpublished writers as long as they are realistic about the editing and rewriting to get their manuscripts to a top notch standard.
I will keep a look out for your novel here – good luck!

Congratulations on your success, on taking on the power and on explaining it so well in this post! It’s pretty much a must-read for all writers as you make so many great points and in such a balanced and thoughtful way. I’m downloading on the kindle now!

Bravo, Alison! I saw the news about the film deal on Twitter and cheered. THRILLED for you!

I’m doing the same thing with a new name for younger readers, and did exactly as you’ve done: hired a highly respected editor, copy-editor, cover designer. My first in a series of books releases today, and although I’m a teeny bit stressed because some of the links are not live exactly at this very moment, I’m also quite aware that everything is not hanging on the release instant. Indie publishing is a long-tail game, not a blast of power all at the beginning.

Your post is a bit dishonest. I’m a bit peeved at you. There is something enormous that you failed to mention. You do, I agree, fairly lay out the indie challenges and your indie success is real. But you left out this:

Your novel is damned good.

Folks, just sample the opening pages of the Kindle edition. Is this the level of writing you find in most indie novels? As the Navy Seals say, damned few.

Indie success is never easy. Self publishing is a brave decision and a lot of work. But audio, large print and film deals are a heck of a lot easier when your writing is brilliant. That ought to be the first point on the list.

So, in all seriousness, Allison, congrats and good wishes for stellar sales. It’s great this road is working for you. Please do follow up and let us know how the rest of the process goes.

But most of all, keep up the outstanding writing. Your opening pages sold a copy to this reader.

Great post, Allison! You took the leap off that cliff but you (no fool!) had a parachute full of experience, sweat equity, and damn fine writing to guide you to a safe landing. Smart woman! We who are still scrambling up the cliff from the rocky side salute you.
And WOW did you ever land on your feet with ballerina grace! Movies and audio already in the works!
Congratulations and thanks for the much-needed information.

This was a fabulous piece, Allison. I spent three years working on my novel – the writing was the easy part, the editing, re-editing, and re-re-editing were the hard ones – before self-publishing this February. I’m moving in the opposite direction from you – having signed a three book deal with Pan Macmillan, I’m going traditional as you go indie. It’ll be exciting to watch how things happen for you! Off to download your book. Very best of luck!

Woot! Congratulations, Allison. I’d also like to thank you–I actually didn’t know until Barb told me–for your kind mention of me in your Acknowledgements. We were thrilled to have an author of your status “in the house,” so to speak, at Booknook.biz, to help you with the ebooks for Amazon, B&N, etc.

Allison’s post, above, is dead-on. Self-publishing isn’t merely uploading a book manuscript and washing your hands of it. Her dedication to every little detail was extremely evident to us while we were dealing with her. She’s also a lovely human being, kind and thoughtful (really!), and very, very thorough. Not to mention, a great writer.

Congratulations again, Allison, and naturally, we hope to see you on our doorstep again! :-) –Hitch

Great post, Allison. Summed up beautifully! Previously traditionally published authors have a useful platform from which to launch themselves, and so have that edge over a first-time author, as well as the experience of the publishing industry. But for any author, ‘times, they are certainly a-changing’ and it’s an exciting time!

I went the indie route with my first book, and plan to do it again with my upcoming novel. What I take away from your blog — and what I agree with wholeheartedly — is that the most important factors in providing a good book are quality, quality, quality, and quality … in the writing, in the editing, in the production and in the marketing.

Thanks for the post. I too went the self pub route. My 13 year old son and I co-authored an urban fantasy middle grade novel. We turned down an e-publisher’s offer to self pub. Scary decision, but we really wanted a hard copy of the book. We too hired an editor to make sure we had the best possible book. We have enjoyed the whole writing process and love seeing our novel, Mason Davis and the Rise of the Storm Makers, available online on Amazon and Barnes and Noble.

[…] For the past few months, I’ve been part of Allison Winn Scotch’s publicity team for her fifth novel. What’s so special about this book is that this is Allison’s first foray into self-publishing. Like many traditionally published authors, Allison reached a point where she was disappointed in the process and decided to try her hand at going indie. You can read about her decision in going this route in two posts on Writer Unboxed: “The New Era of Publishing” and “A Brave New World: Let’s Do This.” […]

[…] The phenomenon of online books means that writers can control their publishing fate. But is it worth it? American authors like Allison Win Scotch say it is. She is self-publishing her novel THE THEORY OF OPPOSITES. “After a terribly discouraging experience with my fourth book, based not on the book (which I loved) or the reviews (which were the strongest of my career) but things totally outside of my control, I knew I had to change something,” Scotch says in her blog. https://writerunboxed.com/2013//11/24962 […]

[…] Self-publishing is now a valid (and sometimes better) alternative to traditional publishing. Dan Holloway talks about what he learned at the recent Self-Publishing Summit; Michael J. Sullivan explains what you need to know if you’re going to self-publish and be successful; and Allison Winn Scotch shares her decision to self-publish and what she has gained from it. […]

[…] client Allison Winn Scotch recently wrote a terrific post about her experience moving to self-publishing from the traditional model. We’ve both received many questions from agents and authors alike about the agent’s role in […]